STRATEGIC BEVERAGE CONSULTANTS
Sales growth via Strategy, Structure, and Leadership
Strategic Consulting and Fractional Sales Leadership
Our Purpose
Focused on Execution
While every phase in a brand’s journey is essential, we are primarily focused on delivering outstanding commercial execution. We will help you position your brand, maximize your route-to-consumer, and boost your commercial performance, aligned with your short- and long-term goals.
Experience and Expertise
With three decades of leadership in the beverage industry, 15 years of leading national sales teams, over two decades of legal expertise, and five years specializing in M&A, Strategic Beverage Consultants offers the proven knowledge and skills to elevate your brand’s performance and accelerate your path to success!
President - Commercial Consultant
Wade N. McKasson
With 25 years in the adult beverage industry, including 15 years leading national sales organizations, I have helped some of the industry’s top entrepreneurial and established companies optimize revenue and depletions, build brand equity, improve profitability, and develop high-performance commercial teams.
- Diageo - Vice President, Emerging Whiskies Division
- Western Spirits Beverage Co. - Vice President International, Vice President, & Division Vice President
- China Mist Brands - Vice President Sales and Marketing
- Moet Hennessy - Marketing Director & Division Manager
- GALLO - Director, Marketing Manager, & Field Marketing Manager
Led commercial teams in developing brands from inception to becoming nationally distributed successes. Examples include Belvedere Vodka, Chopin Vodka, Bird Dog Whiskey, and Calumet Farm Bourbon.
Managed and sold products across all 50 open and control states, as well as internationally, by leveraging strong relationships with SGW&S, RNDC, and Breakthru, while ensuring full compliance with state regulations and route-to-market strategies.
Legal - Mergers & Acquisitions
Legal Consultant
Legal Consultant
Legal Consultant
Holly H. McKasson, JD
Vice President, Legal and Contracts
Over 25 years of legal experience and holds a Juris Doctorate from Creighton University.
Provides legal and contractual consultation, advocacy, and oversight for hundreds of business clients across various industries.
M&A Consultant
Legal Consultant
Legal Consultant
Cameron W. McKasson
Senior M&A Consultant
Transaction experience, both buy-side and sell-side, from pre-deal due diligence to pre/post-close planning and execution - over $18B in deal value and $12M+ in new business development.
Maximize Your Business Potential
Strategic Sales & Route-to-Market Optimization
Strategic Profitability Management & KPI Architecture
Strategic Profitability Management & KPI Architecture
Develop customized route-to-market strategies.
Optimize distributor and broker networks.
Route-to-market design (distributors, brokers, DTC)
Distributor and broker selection and contract negotiation
Sales playbooks, KPIs, and performance dashboards
Pricing and promotional architecture to drive profitability
Align pricing, promotions, and programming with long-term profitability goals.
Audit existing sales channels and identify opportunities for improvement.
Deliverables: Market analysis, route-to-market plan, KPI dashboard, sales playbook.
Typical Duration: 2 to 6 months
Strategic Profitability Management & KPI Architecture
Strategic Profitability Management & KPI Architecture
Strategic Profitability Management & KPI Architecture
Analyze and improve pricing models, gross margin, bill-backs, and P&L performance.
Improve pricing models to achieve retail pricing, minimize support costs, and increase net sales value.
Build KPI tracking systems to improve performance and accountability.
Integrate sales and financial data for smarter decision-making.
Deliverables: Profitability report, KPI dashboard, pricing optimization plan, etc.
Typical Duration: 2 to 6 months
Brand and Market Entry Accelerator
Strategic Profitability Management & KPI Architecture
Brand and Market Entry Accelerator
Brand story, identity, unique benefits, and positioning refinement.
Product package review and suggested changes.
Competitive landscape, pricing analysis, category management
Strategic market expansion, entry strategy, and timelines
Selling story, features and benefits, sales tools and strategies
Strategic Launch and programming planning
Financial planning and forecasting
Deliverables: Full product branding, positioning, pricing evaluations with suggested modifications, etc.
Typical Duration: 1 to 3 months
High-Performing Commercial Team
Fractional Vice President of Sales
Brand and Market Entry Accelerator
Design and implement high-performance sales structures.
Recruit, train, and coach commercial teams for accountability and growth.
Establish an annual performance evaluation system.
Build compensation and incentive plans that drive measurable results.
Training for sales teams and market managers
KPI development, performance standards, and process improvement
Incentive programming and execution alignment
Deliverables: Team assessment, leadership coaching sessions, performance evaluations, dashboards, etc.
Typical Duration: 2 to 6 months
Fractional Vice President of Sales
Fractional Vice President of Sales
Fractional Vice President of Sales
All core services above +
Act as a hands-on strategic sales leader for 10–40 hours per week.
Interim VP of Sales or Commercial Strategy roles
Long-term strategic advisory for founders, investors, or boards
Ongoing oversight of distributor relationships and national sales
Sales operations, distributor relationships, and commercial strategy.
Mentor in-house leadership and ensure sales plans meet target objectives.
Deliverables: Weekly check-ins, quarterly business reviews, custom growth strategy, etc.
Typical Duration: 4 to 12 months
Optional Add-On Services
Fractional Vice President of Sales
Fractional Vice President of Sales
Sales team training workshops
Distributor management systems setup
Category & competitive pricing analysis
Weighted average gross margin pricing models
KPI development and implementation
Sales team training workshops
Executive leadership retreats
Financial and forecasting models
Etc.
Legal Compliance and Contractual Services
Legal and risk mitigation counsel
Contract drafting, review, and negotiations
National ATF and ABC laws compliance
Copyright, and US and international trademark services
Mergers and Acquisitions Advisory Services
Pre-Sales Planning
Market valuation
Due Diligence
other M&A services
Contact Us
Contact Us For a Free Assessment!
We want to hear about your project.
Contact us for a complimentary customized assessment of your needs.
Wade N. McKasson wade@strategicbeverageconsulting.com +1 (214) 912-2308
